Sears builds Craftsman ‘skeleton’ for Halloween promotion

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Sears has unveiled a 22-story skeleton, made entirely of Craftsman tools, in New York City’s Times Square yesterday in a Halloween themed promotion for its Craftsman tool line.

Richard Gerstein, senior vp and chief marketing officer for Sears, said that the company intended to capitalize on the Halloween season and provide a “tongue in cheek” reference to the Craftsman core brand message, “There's a Craftsman in All of Us.”

The campaign will launch Oct. 27 and will include 15-second spots on several cable channels and Web sites. T-shirts depicting the print ads are also on sale at sears.com.

Gerstein said that this is the kickoff to their holiday season for Craftsman, and the company is trying to boost consumer awareness of Craftsman tools as gift items.

Gerstein said that this is the kickoff to their holiday season for Craftsman, and the company is trying to boost consumer awareness to Craftsman tools as gift items.